SlideShare a Scribd company logo
 
!  Proven PR Tools to Build School District Reputation—And Support Student Success! QESBA-Sherbrooke, October 2011
You’ve Got the Power!  Brian Woodland, APR Director of Communications and Strategic Partnerships Peel District School Board Mississauga, Ontario (905) 890-1010, ext 2812 [email_address] See more on  LinkedIn
 
 
We are too busy even when we try to relax...
 
 
 
The doors we  open  and close each day decide the lives we live Flora Whittemore
Praise where it is due… Thank you  for your exceptional daily work to serve students—and your personal  leadership  as Commissioners !
 
 
Leadership is  action , not position. Source: Donald H. McGannon
 
 
Great leadership—and PR-- starts with engagement
 
 
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
 
Beyond “drive-by management”...Good district leaders manage change...but change sometimes happens without our even noticing...
 
 
Show of hands
How many of you remember a time when: ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
A “transparent moment ” You need to practice “grounding”
Why?  Because you are here: ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Do you have them at hello?
 
About “Grounding” ,[object Object],[object Object],[object Object],[object Object],[object Object],Do you have them at hello?
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
 
The translation? “ The entire future of the civilized world rests on how well we do in public schools today”
Survey says Health care and education are the top two issues of public concern
 
The Brian Woodland rule: Everything really wonderful that happens in a community, and everything really terrible that happens in a community, connects back to a school
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
 
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
 
 
 
[object Object],[object Object],[object Object]
 
My child
 
Half of preschooler parents believe their kids are above average. The number jumps to a dazzling 72% for parents of teens. Source: Macleans
 
 
 
 
 
 
 
“ Why should I have my kid come to your school?” Learning About Schools: What Parents Need to Know and How They Can Find Out, Prof. P. Coleman
Why should my child come to your school? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The source? ,[object Object]
The best source? ,[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
 
 
 
When the oasis dries up the animals look at each other differently
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
 
 
Do you practice quality response?
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
 
The Delta Sherbrooke -room not  clean  -power blackout
The good news… It makes a difference Look at this example—and find the quality response leader
 
How often have you been the one to lead people “around the leaf”?
 
 
Survey says … How many of you have a district PR person?
[object Object]
 
Not this…
[object Object]
 
 
 
 
 
 
 
 
 
 
 
There is a key difference between a  communications plan  and this...
 
Only one of them is actually  magic !
 
 
  On ounce of prevention…   ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
 
[object Object],[object Object],[object Object]
Where does your communicator belong: Business?  Education?
Late breaking news…I do not have a strategic communications plan!
 
 
 
 
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
 
Hierarchy of Effective Communications 1. One-to-one, face-to-face 2. Small group discussion/meeting 3. Speaking before a large group 4. Phone conversation 5. Handwritten, personal note 6. Typewritten, personal letter not generated by computer 7. Computer generated or word-processing-generated “personal letter” 8. Mass-produced, non-personal letter 9. Brochure or pamphlet sent out as a “direct mail” piece 10. Article in organizational newsletter, magazine, tabloid 11. News carried in popular press 12. Advertising in newspapers, radio, TV, magazines, posters 13. Other less effective forms of communication (billboards, skywriters, etc.)
[object Object]
How can that be…
 
 
Your frontline people have enormous power… Do they use it for good, or for evil?
What is the voice in your schools and offices?
 
Are there people in your schools or offices who slam the door on others?
Sign of the times Catering for elegant social events
Sign of the times Our specialty—do-it-yourself roast a whole pig parties!!
There is no inside/outside voice “ everything is great!” and “ everything is a disaster” cannot co-exist !
Do you have a psychic vampire…
 
Think about your school district ,[object Object]
 
Leaders? ,[object Object],[object Object]
 
Gremmar? Grammer? Gremmer?  What is the voice of  your  school board?
Pick the right PR tool for the right job
The  5  Power Tools
1   Do a good job
The   BIG   picture ,[object Object],[object Object],[object Object],[object Object],[object Object]
The   BIG   picture It’s a simple rule to get good PR-- Always do a good job!
 
 
 
 
 
 
 
 
2   Connect PR to learning
 
 
[object Object],[object Object]
[object Object],[object Object]
[object Object],[object Object],[object Object]
Who we are ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
 
Survey says -When it is left for parents to initiate  contacts with the school, those contacts  are likely to be antagonistic or unpleasant -A common problem or crisis can cause parents to organize for action  -when parents get together for one purpose they continue to stay together and find other issues Report on parent involvement, Office of Educational Research and Improvement, U.S. Department of Education (1991)
 
 
 
 
 
 
 
Quick Tip: Make sure the bad news comes from you … quickly!
3   WOW service
 
 
 
Quick Tip : If you do not like the use of  customer service …get over yourself!
A very short guide on how  not  to build customer relationships…
 
Moving to WOW Give a corporate example for:   Pathetic Adequate WOW!
Defining adequate…
 
 
Moving to WOW Give a  personal  example for:   Pathetic Adequate WOW!
Each customer interaction can be either magic or tragic  How to Talk to Customers Diane Berenbaum & Tom Larkin
 
More not-so-great news It is most often the employee's response to negative incidents, not the incidents themselves, that lead to customer dissatisfaction.
 
4   Power of three
 
 
 
 
Would your dictionary definition of you include words like “positive”, “kind”, “nice", or are you…
 
Let your smile be your….
Your task To be a district Power of Three  leader
5   Trumpet good news
 
 
 
 
 
 
A last word… Never forget that even the smallest acts of kindness by each of us can have a major impact on the lives of the children we serve…
 
Always remember our greatest common bond
Come to the edge…
We can't, we can't, we are afraid.
Come to the edge…
We can't, we will fall.
Come to the edge…
And they came, and  Life  pushed them
And they  flew Guillaume Apollinaire
 

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